04 May 2017

The next instalment of Roy's journey revealed

Royal London announces details of new advertising campaign starring time traveller Roy

3 min read

Lorna Wiltshire
Lorna Wiltshire

Lorna Wiltshire, Corporate PR Manager


Royal London launches a new broadcast television campaign on 5 May 2017; the latest instalment in the ‘We’re so yesterday’ campaign promotes Helping Hand a service that gives customers access to a dedicated nurse as soon as the policy starts. 

The campaign is designed to get people thinking about the fact that anyone could fall ill at any time. Our research shows that people respond well to broaching serious subjects through humour, so once again time travelling Roy delivers the Helping Hand message on a glorious summer’s day in his honest straightforward way. The campaign will run for three weeks on television and through video on demand until October.

Alongside the television campaign Royal London will run a radio campaign and launch an online quiz called ‘Just a sneeze or deadly disease’. The light hearted quiz is designed to discover people’s attitudes to health and wellbeing in a fun and quirky way. Based on people’s answers they are given a health persona such as Apocalyptic Barry, who would run for the hills at the first sign of danger, Steady Kath, Trigger Happy Bella or Immortal Alex. The questions will give an idea of people’s attitudes towards their health, whether they are proactive or avoid thinking about it. The personas are humorous and will be a way to guide people to start thinking about their health, wellbeing and plans that could safeguard them.

Emma Hill, Head of Group Brand and Sponsorship at Royal London said:

I’m excited about the launch of the next instalment of the ‘We’re so yesterday’ campaign that will continue to raise the profile of Royal London. The campaign aims to bring to life our points of difference through added value support services such as Helping Hand. Our ‘Just a sneeze or deadly disease’ interactive quiz brings a new dimension to our brand marketing, designed to discover people’s attitudes to health and wellbeing in a humorous and light-hearted way.

Policyholders of Royal London protection plans bought through an adviser have access to Helping Hand. It gives them access to a dedicated nurse who provides personal support for as long as required and customers don’t need to claim on their plan to use the service. It’s available from the day a policy starts and doesn’t cost extra to access the service. A partner or children of a policyholder can use the service too.

The campaign was designed and produced by VCCP and Mediavest is the media agency.

To view the next instalment of time-travelling Roy’s journey click here.

Andrew Peake, Managing Director, VCCP:

We're delighted to be developing the next instalment of the Royal London campaign. The brand has such a distinctive tone of voice and the creative idea allows us to confront some challenging subjects in a light-hearted and humorous way. In this latest campaign we see our hero Roy giving some home truths about serious illness and letting people know about Royal London’s Helping Hand that could help them through this difficult time.


For further information please contact:

Lorna Wiltshire, Corporate PR Manager

Notes to editors:

  1. Royal London will not collect any personal data from users, and will use only generic data to report findings of the survey. Information gathered will not be used to assess real-life eligibility for Helping Hand or any other product from Royal London. The quiz link will be live from 5 May 2017.
  2. Helping Hand is a package of support services, provided by third parties that aren’t regulated by the Financial Conduct Authority. These services aren’t part of our terms and conditions, so can be amended or withdrawn at any time.

About Royal London:

Royal London is the largest mutual life, pensions and investment company in the UK, with funds under management of £117 billion, 8.8 million policies in force and 3,745 employees. Figures quoted are as at 30 June 2018.